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How to conduct your own in-store package design research

A do-it-yourself approach includes both a product and a packaging audit, as well as thinking about other ways to get your team to think about inspiration’s inspiration.

Before any package-design project is begun, a few imperatives are to understand your consumer, the store environment in which your packaged product will live, and the shelf set in which your product will compete.

If the budget is tight, your creative team (which hopefully includes R&D) will have to do some or all of the investigative work yourself. A good deal of that work will occur in the store; what should you be on the lookout for that can give you clues about maximizing your package design?

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